At Science 4 Insights we study the meeting point between technology and society, and we did not want to miss the chance to analyse how the electoral battle will be fought on TikTok, the emerging social network of the campaign for the 23 July election.
The world of politics is beginning to grasp the importance of TikTok as a platform for communication and influence. Since 2020, several Spanish parties have been using it to try to win influence, and even votes, among Generation Z, who spend an average of 83 minutes a day in the app. More than half (58%) of Spaniards aged 18 to 24 use it.
Conclusions
Vox dominates TikTok, the emerging network of this election. With fewer than half as many followers as Unidas Podemos, it averages three times as many views per video.
- The videos posted on Santiago Abascal's party's official profile during 2023 total almost 22 million views and have been shared on other social networks more than a hundred thousand times.
- Sumar, the platform led by Yolanda Díaz, averages more views per video than the Partido Popular and the PSOE.
- Only the Vox and Unidas Podemos profiles receive more positive than negative comments from their audience.
The main findings of the study are attached for anyone who would like to look further into the data we gathered.
